An ad copy is one of the key areas where testing is essential. Since it contains elements like the Headline, Illustrations, Body copy, Logo and Baseline, it becomes imperative to understand the mix and match of these subjects. Very essentially we need to see that, whether the layout is effectively read out or not. Essentially you must understand that a viewer of a print ad sees the above-mentioned elements in the following manner:
It is not a hard and fast rule, but normally the above is true. So various combinations of the elements are given to us and we try to see as to which one is stronger than the other. We have 2 types of testing for ad copy being effective:
1. Pre-testing: This is the test of the copy before it is given to the media.
2. Post-testing: This is the testing, which is done after the ad copy has come out in the media and the audience has seen the advertisement.
The purpose of pre-testing is as follows:
- To spot errors in the copy
- To make communication more effective
- To design the ad better
- To reduce wastage in advertising
- To ensure that the money is spent prudently.
Whereas the purpose of post-testing are as below:
- To find out the impact of an ad in terms of it being noticed, seen and read.
- To find out its credibility.
- To find out its comprehension
- To measure its memorability.
- To assess its effect on buyers.
- To assess its fit with the promotion and marketing mix
- To assess whether it has achieved its objectives.
- To assess the relative effectiveness of different copies and media plans.
- To improve future advertising efforts.